Aon is a global professional services firm providing risk, retirement and health solutions, with its headquarters in London, United Kingdom. The company’s visual identity has centered on a red wordmark since the Aon name was adopted in 1987, with the most recent evolution unveiled in September 2021.
Design and History
The Aon name and logo debuted in 1987, when the company, then known as Combined Insurance Corporation of America, adopted the Gaelic word “aon,” which signifies “oneness, unity and coming together.” The logo was unveiled at the company’s annual meeting on April 23, 1987, in a dramatic presentation where odd shapes on a large screen transformed into the letters A-O-N. Company leadership noted at the time that the logo would not feature a shamrock or the color green, despite the Gaelic origin of the name. [1] [2]
The original 1987 mark consisted of the stylized letters “AON” in red, as documented in a U.S. trademark registration filed by Aon Corporation on May 19, 1987. The trademark description specifies “the stylized letters ‘AON’ in red.” [3] [4]
In 2010, Aon’s logo appeared on the front of Manchester United’s home kit as part of a four-year shirt sponsorship, marking one of the most visible uses of the brand. The sponsorship was described by Aon’s CEO as “an important amplifier of our Aon United vision.” [5]
In September 2021, Aon unveiled an evolved visual identity alongside a new brand purpose and proposition. The company announced it was “bringing to life our evolved visual identity” at the Ryder Cup, which ran through September 26, 2021, at Whistling Straits in Kohler, Wisconsin. The rebrand accompanied Aon’s repositioning as a firm “in the business of better decisions.” [6]
The 2021 brand refresh was discussed by Aon’s Global Head of Brand, Stuart Green, and Chief Culture Officer, Kelli Clark, in an October 2021 podcast episode focused on the company’s purpose, proposition and values. [7]
Meaning and Symbolism
The name “Aon” derives from the Gaelic word meaning “oneness, unity and coming together,” as explained by company leadership when the name was adopted in 1987. [2]
The current logo is a red wordmark. Brand asset databases list Aon’s primary brand red as hex code #EB0017. [8]
Typography and Design
The current Aon wordmark uses uppercase, bold, sans-serif letterforms. A U.S. trademark registration for the mark describes it simply as “stylized letters AON.” [9] No official documentation identifying the specific typeface used in the current or historical Aon logo has been published by the company.
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